Analytics / Looker Studio
Making website data easier to use
A custom Looker Studio reporting system that brings acquisition, engagement, behaviour and audience data into one place.
Overview
The problem
There was plenty of analytics data. Understanding what was happening meant going through several reports and interpreting information that wasn't organized around the questions people actually needed answered.
The data was there. It just wasn't easy to use.
Responsibilities
- Planned the reporting structure around the questions stakeholders needed answered
- Built the reporting in Looker Studio on GA4 data
- Set up views for acquisition, engagement, pages, events and audience
- Added filters for device, geography and demographics
- Laid each view out so it is easy to scan
Approach
The approach
I structured the reporting around the practical questions people ask about a website.
- Where are visitors coming from?
- Which pages are getting attention?
- What are visitors doing?
- Are they engaging?
- Which traffic sources are performing differently?
- Which events are occurring?
- Who is visiting the site?
- What is changing over time?
Filters for device, geography and demographics let people narrow each answer to the visitors they care about.
Product
Product
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Add this product's logo in Brand 2 Logo and Brand 2 Logo (Dark Mode). Add anonymized analytics or reporting visuals, or Looker Studio images, inside Brand 2 Content.
Product
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Add this product's logo in Brand 3 Logo and Brand 3 Logo (Dark Mode). Add website screenshots, App Store screenshots or anonymized reports inside Brand 3 Content.
Dashboard
The dashboard
The reporting is split into three views. Each one answers a different set of questions.
1. Sources & engagement. Views, sessions, engaged sessions, bounce rate and new users, with top acquisition channels, top search terms, and traffic sources alongside their engagement rates.
2. Page activity. Which pages get the most views, with engagement rate, event count and bounce rate for each, plus key user events such as form starts, form submits and file downloads.
3. User demographics. Sessions by geography, users by gender, top metro areas, browser language, age brackets and audience interests.
Client information and reporting data have been anonymized for portfolio use.
The result
What the reporting system does
The value here is the system itself. The data is organized around real questions, so people can find what they need without digging.
- Website, acquisition, engagement and audience reporting in one place
- Clearer visibility into how the website is performing
- Easier comparison across traffic sources, pages and events
- A reusable reporting structure
- Analytics that are easier for stakeholders to open and understand
- Reporting designed to support ongoing decisions
More work
More case studies
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